Multinational retail clothing companies frequently utilised the brand loyalty marketing strategy in overseas markets due to the high popularity of Indonesian customer need. This research attempted to provide an evidence of of whether brand loyalty of UPH students in a case of H&M could be influenced by various service brand dimensions. Thus, the aim of this research was to examine whether the brand loyalty strategy was still acceptable when it came to H&M by testing UPH students market. To be more precise, the primary focus of this research was to measure the effect of service brand dimensions on UPH students' brand loyalty, with five independent variables (Brand Evidence, Satisfaction, Brand Hearsay, Brand Attitude, Brand Loyalty). The study that the researchers conducted was a quantitative research. The research was done by distributing 250 questionnaires to UPH students in Lippo Karawaci. After the respondents filled in the questionnaires, the gathered data was analyzed through frequency analysis, factor analysis, validity and reliability analysis and Structural Equation Modeling (SEM) by running Smart PLS. The research has revealed significant outcomes. There were five hypotheses tested in this research, four hypotheses were accepted and supported by the data whereas one hypothesis was rejected. It is discovered that brand hearsay, brand satisfaction, brand attitude and the brand loyalty had a significant relationship with the brand evidence. Moreover, it was found that Brand Evidence had a mediating effect on the brand hearsay, brand satisfaction, brand attitude and brand loyalty. In the end, most of these variables influenced one another positively.